Roxana Strohmenger

Mgr Data Insights Innovation serving Customer Insights PROFESSIONALS

In her role, Roxana leads all the data innovation efforts at Forrester, where she tests and seeks to understand which data sources, research methodologies, and frameworks are appropriate to help clients gain an intricate, 360-degree view of the consumer. In addition, she tracks emerging and innovative research methodologies, such as social market research, mobile research, neuroscience, and prediction markets, as well as helping clients understand how to incorporate them into their research mix and combine them with traditional research methods.

Roxana has spoken at numerous Forrester events and market-research-focused conferences, such as the Insights Innovation Exchange, The Future of Consumer Intelligence, Market Research in a Mobile World, and The Market Research Event. Her research has been cited in media sources such as AdAge and the UK's Research.

Previous Work Experience

Since she started at Forrester in 2006, Roxana has specialized in advising research and clients on data collection methodologies and on using advanced analytic tools on our Consumer Technographics® data as well as on custom research projects. Prior to her current role, she was an analyst who focused on technology's impact on the market research industry and on Latin American consumer behavior and technology adoption. In addition, she was a senior survey manager and previously a data advisor with Consumer Technographics. In both roles, she used her expertise to deliver value to clients of all industries, from consumer electronics to advertising and media companies, through customized analysis and application of Consumer Technographics data.

Education

Roxana received her B.S. in psychology from The Florida State University and an M.A. in psychology from The College of William and Mary.

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34 results in Reports

  • Past 12 months
  • Marketing Leadership
  • Media & Entertainment
  • For Marketing Leadership Professionals

    Report:Boosting First-Party Data Effectiveness With DMPs

    How Smart Publishers Are Partnering With Data Management Platforms For Greatest Effectiveness And Efficiency

    Publishers are simultaneously marketers of their own products and vehicles for the marketing efforts of advertisers. Their most important asset, on both counts, is the data they have about their...

    • Downloads: 259
  • For Marketing Leadership Professionals

    Report:Case Study: BBC Radio1 Reaches Young UK Users With Mobile-Specific Ads

    A Mobile-Unique Approach Creates Engagement And Drives Results

    BBC Radio 1 reinvigorated its program The Breakfast Show with new content and a new host, with the goal of appealing to younger users and growing its audience. To reach these highly mobile listeners,...

    • Downloads: 58
  • For Marketing Leadership Professionals

    Report:The Best And Worst Of Email Marketing, 2014

    Benchmarks: The Email Marketing Playbook

    This report helps marketing leaders benchmark their email marketing campaigns against 98 of their peers that Forrester reviewed from the consumer goods, retail, travel, financial services,...

    • Downloads: 265
  • For Marketing Leadership Professionals

    Report:Make Content Partnerships Work For Your Brand

    Link Content Partnerships With Key Elements Of Your Brand Strategy To Drive Results

    Partnerships with media organizations can play a key role in helping brands plan and execute their content marketing strategies. Media organizations can give marketers access to audiences they may...

    • Downloads: 298
  • For Marketing Leadership Professionals

    Report:CMOs Must Build An Affinity Channels Strategy To Reach New Audiences

    How To Navigate Fragmenting Media Audiences Across Niche, Focused Digital Media Networks

    Young demographic audiences, often described as Millennials or Gen Zers, are fragmenting across a new landscape of affinity-focused media channels built on YouTube including StyleHaul, Machinima,...

    • Downloads: 203
  • For Marketing Leadership Professionals

    Report:TV Ads Break Their Content Shackles

    TV Ad Targeting Enters The 21st Century, And Marketers Will Finally Be Able To Target Audiences, Not Just Content Type

    Historically, television had just one way of delivering advertising: embedding it directly in the show so everyone who tuned in saw the same ad. But consumers' increasing appetite to watch TV on...

    • Downloads: 115
  • For Marketing Leadership Professionals

    Report:Time-Shifted TV Opens The Doors To Dynamic Ad Insertion And Addressability

    Boost Targeting Options For TV With Dynamic Ad Insertions

    The digitalization of the TV ecosystem is well underway, and while many challenges remain before addressable TV advertising takes hold, the capabilities exist today for marketers to execute...

    • Downloads: 126
  • For Marketing Leadership Professionals

    Report:Forrester Research Pay TV Forecast, 2013 To 2018 (US)

    ForecastView Spreadsheet

    TV households by subscription service, including cable, satellite, telco, and free/online TV as well as DVR households by service. Also includes online pay TV households that pay for an online TV...

    • Downloads: 3
  • For Marketing Leadership Professionals

    Report:Quick Take: Aereo Loses As TV Incumbents And Content Owners Breath A Temporary Sigh Of Relief

    Supreme Court Ruling Strengthens Content Owners' Hand In Distribution And Shifts Future Sources Of Innovation

    As Internet streaming of video and TV programming continues to boom, fragmenting audiences across ever more devices, channels, and sources, the bulk of viewing remains via traditional broadcast and...

    • Downloads: 42
  • For Marketing Leadership Professionals

    Report:Integrate Social Into Your Marketing RaDaR

    Vision: The Social Marketing Playbook

    Nearly every marketer uses social media today, but too few use it well. Most marketers treat social as something special and unique, leading them either to separate it completely from the rest of...

    • Downloads: 1843
  • For Marketing Leadership Professionals

    Report:Build Your Content Brand By Delivering Customer Value

    Vision: The Content Marketing Playbook

    To counter increasing media fragmentation and consumer disenchantment with advertising, marketers have begun to exploit the power of digital and social media by building large followings around...

    • Downloads: 418
  • For Marketing Leadership Professionals

    Report:Native Advertising: Handle With Care

    Publishers Must Carefully Balance The Potential For Additional Revenues With The Need For Transparency

    Marketers and agencies alike are seeing great potential in native advertising, which offers the opportunity to present paid-for marketing messaging in editorial content formats. Amid the hype, a few...

    • Downloads: 203
  • For Marketing Leadership Professionals

    Report:Quick Take: AT&T Buys DirecTV To Launch Its Digital Platform Ambitions

    Satellite TV Is A Key Building Block For AT&T's Ubiquitous Broadband Connectivity Future

    AT&T is buying satellite TV provider DirecTV for $49 billion. But there is more to the deal than the classic case of maturing businesses seeking efficiency and revenue growth through consolidation....

    • Downloads: 80
  • For Marketing Leadership Professionals

    Report:Put Distribution At The Heart Of Content Marketing

    Marketers Need A Solid Distribution Strategy To Drive A Return On Content Investments

    Investment in branded content is rising sharply, but too many brand marketers fail to plan for the distribution and discovery of their content. The result? Significant content investments don't reach...

    • Downloads: 653
  • For Marketing Leadership Professionals

    Report:Brief: Establish Product Credibility On Your Website

    Complement Your Brand's Content With UGC To Drive Exploration

    Consumers trust what they hear from other customers on third-party sites more than they trust your own branded content. This is because the content generated from your customers provides more...

    • Downloads: 92
  • For Marketing Leadership Professionals

    Report:Forrester Research Interactive Marketing Forecast By Industry, 2013 To 2018 (US)

    ForecastView Spreadsheet

    Breaks out company spending on interactive marketing segmented by 12 industries. Each industry's spending is further broken into the various components of interactive marketing: display, paid search,...

    • Downloads: 12
  • For Marketing Leadership Professionals

    Report:How Online Video Will Challenge DVRs' Role

    Advertisers Must Now Prepare For A Multiplatform Video Ecosystem

    Digital video recorders (DVRs) have become popular devices with consumers who want to control their television viewing, but today, online streaming services make it possible for viewers to get their...

    • Downloads: 273
  • For Marketing Leadership Professionals

    Report:Balance Trust With Targeting In Social Reach Marketing

    A Reach-Focused Road Map For The Social Marketing Playbook

    Reach marketing helps potential customers discover your brand and offerings and, in social as in other channels, requires a mix of tactics that's not the same as at other stages of the customer life...

    • Downloads: 265
  • For Marketing Leadership Professionals

    Report:Marketers: Don't Worry About Cord-Cutting

    Focus On The Audience Fragmentation Trend Rather Than Industry Turmoil

    With the rise of over-the-top video services, there has been much speculation that consumers will cancel their cable or satellite subscriptions — or "cut the cord" — to watch all their...

    • Downloads: 209
  • For Marketing Leadership Professionals

    Report:In-Stream Audio Advertising

    Expand Your Buys, Extend Your Reach, And Get Advertising Traction On Mobile

    In-stream audio is an attractive medium, as it offers a unique user experience supported by targeted reach and guaranteed impressions to support brand goals. In-stream audio advertising is a...

    • Downloads: 278
  • For Marketing Leadership Professionals

    Report:Enhancing Publishers' Revenues With Pay Walls

    How To Use Pay Walls To Drive Digital Subscription Revenues With Valuable Content

    Publishers have two main streams of revenue: advertising and subscriptions. Until recently, constrained by the expectation that content on the Internet should be free, digital publishers, whether...

    • Downloads: 16
  • For Marketing Leadership Professionals

    Report:The State Of Consumers And Technology: Benchmark 2013, US

    North American Consumer Technographics®

    This report is our annual overview of US consumers' behaviors and technology attitudes by generation, based on Forrester's North American Technographics surveys and our ForecastView data. Our...

    • Downloads: 235
  • For Marketing Leadership Professionals

    Report:Integrate YouTube Into Your Communication Strategy

    How To Activate Your Video Assets To Engage With Customers At Each Stage Of The Life Cycle

    As consumers embrace consumption of digital videos with gusto, marketers are waking up to the potential of integrating online video content into their marketing mix. Because YouTube plays a central...

    • Downloads: 279
  • For Marketing Leadership Professionals

    Report:The State Of Online Video Advertising In Europe, 2013

    Best-Practices Adoption Is Still Slow In A Rapidly Growing In-Stream Video Advertising Ecosystem

    Online video advertising spend is growing rapidly in Europe as marketers try to tap into consumers' appetite for online video. While we see different stages of maturity across Europe overall, too...

    • Downloads: 182
  • For Marketing Leadership Professionals

    Report:The State Of Online Video Advertising In North America, 2013

    The Growing Pains Of An Increasingly Popular Advertising Platform

    In 2008 and 2010, Forrester assessed the state of the online video advertising market in the US and Canada, which was a nascent and fast-growing industry at the time. Today we are again looking at...

    • Downloads: 392